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The Affiliate Pivot: What’s your Brevenue?

                 How do you connect the worlds of social
                 and mobile with affiliate marketing ROI?

                 By connecting with your customer at multi-
                 touch points through the new marketing
                 conversion called Brevenue.



      Declan Dunn - CEO, DunnDirectMedia - declandunn.com
“For the next 60 minutes, let me share a
view, of the Affiliate Game you are all
playing, even if you don’t know it.”
1. Search – from desktop to mobile

2. Social – moving beyond old models


         The 6 Pivots
3. Performance: Affiliate & New Multi-Touchpoint Lead Gen
4. Domain – The True Organic Traffic

5. Email – old, unpopular, and powerful

6. Mobile – Smartphones and Tablets


                                            3
                                            3
SHHH...have you noticed the shift?




                                        4


TOUCH POINTS = Multi-Channel Multi-Media
                                        4
Brevenue –
Branding that creates revenue
through C.A.I.R. Generation.

The first C is for Customer…



                          5
• Twitter Affiliates
  with iTunes




         6
         6
The Industry Challenge:
Improve Monetization and Increase
      Domain Portfolio Value




                                    7
                                    7
What do CUSTOMERS like to do?




                                8
The New, 3-Step C. A.I.R. Generation Funnel

             1. Get Their Attention in Social


                   2. Intention -
                       Qualify

                    3. Customer
                     Retention

                                                9
                                                9
Key 1. Leverage Traffic

Direct Traffic
                           DOMAIN
   Search
                              Mobile
  Affiliate                                             Exit
                              Email                   Strategy
    Social
                            Rewards
    Mobile
                        Multi-Page Intros
Display Ads


                                            10   10
are the cen ter of the
Affiliates think they
                  universe.
Your Customer is Here

               All Money Flows
           Downhill From Advertisers


                              You Are
                               Here!



                               12
                               12
Where
Advertiser’s
 Money is
  Going




               13
               13
14
14
Social Traffic Case Study




                            15
                            15
16
16
17
17
Affiliate Pivot – What’s Your Brevenue?
Key Conversion Numbers

• Visitor to Buyer

• Referral Percentage

• Visitor to opt-in

• Visitor to Download (App or Content)

• Social Sharing (Virality)

• Visitor to Deep Engagement (activity such as
  reviewing, generating content, etc.)



                                                 19
                                                 19
20
20
Multi-Touch Point Lead Funnels
Attention      ✓ Viral
                              Intention

               ✓ Contest     • Buy: 1-5%

                             • Interested: 10-15%
               ✓ Rewards
                             • Watching: 50%
               ✓ Surveys
                             • Social Sharing: 15%

               ✓ News

               ✓Share                21
                                     21
Key 2. The New Conversion Rules



• 1-2% convert, what do you do with the other 98%?

• Make each page look the same on PC, mobile
  smartphone or tablet.




                                         22
                                         22
23
23
24
24
Many Phones,
  Many Carriers
 (US) Challenge:

   Mobile doesn’t
   monetize well...
(in the US that is)
Mobile Revenue is much less than PC
          ARPU - Avg. Revenue Per User


                               $58.95


           $25.00
 $6.62


 $3.87
            $5.00              $17.62




                                         26
                                         26
Mobile Measures

                                  • Click-to-Mobile Web
                                  • Click-to-call
                                  • Click-to-video
                                  • Click-to-SMS
                                  • Click-to-locate
                                  • Click-to-buy
                                  • Click-to-storyboard

Source: Mobile Marketing Report http://www.mmaglobal.com
Source: BlakeLively




           28
           28
The Keywords
Stay the Same




                29
                29
Internet Content Adapts to Source
Attention
                                             Choices:

                                            •Smartphone
                   Segment Traffic Source
                                            • PC Browser

                                            • Tablet (iPad, etc.)

                                            • Social - FB, Twitter,
                                            YouTube, & Pinterest



                                                        30
                                                        30
31
31
32
32
33
33
Key 3. Your
Secret Weapon


  Audience
   DATA!



        34
        34
The Data Power of Social Logins




                                  35
                                  35
36
36
Business Model. Who bought them?




                                   37
                                   37
Case Study:

Creating the Right Deal for You




                                  38
                                  38
39
39
$25 Per Order




       40
       40
Subscription Model




                     41
                     41
Key Initial Findings

                       1. Build your social list, email list and
                       mobile list

                       2. Measure referrals, and how your
                       conversions are on those referrals.

                       •Identify AND Monetize Intent.
                       Otherwise it’s a hobby…
Thank You
     declandunn.com
   dunndirectstudio.com

            Social
   Twitter.com/declandunn
 Facebook.com/declan.dunn
Linkedin.com/in/declandunn

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Affiliate Pivot – What’s Your Brevenue?

  • 1. The Affiliate Pivot: What’s your Brevenue? How do you connect the worlds of social and mobile with affiliate marketing ROI? By connecting with your customer at multi- touch points through the new marketing conversion called Brevenue. Declan Dunn - CEO, DunnDirectMedia - declandunn.com
  • 2. “For the next 60 minutes, let me share a view, of the Affiliate Game you are all playing, even if you don’t know it.”
  • 3. 1. Search – from desktop to mobile 2. Social – moving beyond old models The 6 Pivots 3. Performance: Affiliate & New Multi-Touchpoint Lead Gen 4. Domain – The True Organic Traffic 5. Email – old, unpopular, and powerful 6. Mobile – Smartphones and Tablets 3 3
  • 4. SHHH...have you noticed the shift? 4 TOUCH POINTS = Multi-Channel Multi-Media 4
  • 5. Brevenue – Branding that creates revenue through C.A.I.R. Generation. The first C is for Customer… 5
  • 6. • Twitter Affiliates with iTunes 6 6
  • 7. The Industry Challenge: Improve Monetization and Increase Domain Portfolio Value 7 7
  • 8. What do CUSTOMERS like to do? 8
  • 9. The New, 3-Step C. A.I.R. Generation Funnel 1. Get Their Attention in Social 2. Intention - Qualify 3. Customer Retention 9 9
  • 10. Key 1. Leverage Traffic Direct Traffic DOMAIN Search Mobile Affiliate Exit Email Strategy Social Rewards Mobile Multi-Page Intros Display Ads 10 10
  • 11. are the cen ter of the Affiliates think they universe.
  • 12. Your Customer is Here All Money Flows Downhill From Advertisers You Are Here! 12 12
  • 14. 14 14
  • 15. Social Traffic Case Study 15 15
  • 16. 16 16
  • 17. 17 17
  • 19. Key Conversion Numbers • Visitor to Buyer • Referral Percentage • Visitor to opt-in • Visitor to Download (App or Content) • Social Sharing (Virality) • Visitor to Deep Engagement (activity such as reviewing, generating content, etc.) 19 19
  • 20. 20 20
  • 21. Multi-Touch Point Lead Funnels Attention ✓ Viral Intention ✓ Contest • Buy: 1-5% • Interested: 10-15% ✓ Rewards • Watching: 50% ✓ Surveys • Social Sharing: 15% ✓ News ✓Share 21 21
  • 22. Key 2. The New Conversion Rules • 1-2% convert, what do you do with the other 98%? • Make each page look the same on PC, mobile smartphone or tablet. 22 22
  • 23. 23 23
  • 24. 24 24
  • 25. Many Phones, Many Carriers (US) Challenge: Mobile doesn’t monetize well... (in the US that is)
  • 26. Mobile Revenue is much less than PC ARPU - Avg. Revenue Per User $58.95 $25.00 $6.62 $3.87 $5.00 $17.62 26 26
  • 27. Mobile Measures • Click-to-Mobile Web • Click-to-call • Click-to-video • Click-to-SMS • Click-to-locate • Click-to-buy • Click-to-storyboard Source: Mobile Marketing Report http://www.mmaglobal.com
  • 29. The Keywords Stay the Same 29 29
  • 30. Internet Content Adapts to Source Attention Choices: •Smartphone Segment Traffic Source • PC Browser • Tablet (iPad, etc.) • Social - FB, Twitter, YouTube, & Pinterest 30 30
  • 31. 31 31
  • 32. 32 32
  • 33. 33 33
  • 34. Key 3. Your Secret Weapon Audience DATA! 34 34
  • 35. The Data Power of Social Logins 35 35
  • 36. 36 36
  • 37. Business Model. Who bought them? 37 37
  • 38. Case Study: Creating the Right Deal for You 38 38
  • 39. 39 39
  • 40. $25 Per Order 40 40
  • 42. Key Initial Findings 1. Build your social list, email list and mobile list 2. Measure referrals, and how your conversions are on those referrals. •Identify AND Monetize Intent. Otherwise it’s a hobby…
  • 43. Thank You declandunn.com dunndirectstudio.com Social Twitter.com/declandunn Facebook.com/declan.dunn Linkedin.com/in/declandunn